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Healthy Snacking Consumer (The) - US - December 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Healthy snacking consumer overview
What’s considered a healthy snack?
Being overweight is the norm in America
Stuttering economy impacts snacking and innovation
Demographics help identify healthy snackers
Competition for healthy snacks
Health trends in snack innovation
Marketing strategies important in driving association as healthy snack
Choosing a healthy snack
Product attributes
“Low in” qualities
“High in” qualities
Packaging/branding
Choosing a healthy snack for kids
Product attributes
“Low in” qualities
“High in” qualities
Packaging/branding
INSIGHTS AND OPPORTUNITIES
Overview
The least likely healthy snacking consumer: men aged 18-34
Figure 1: Dr Pepper, Top Ten ad, November 2011
INSPIRE INSIGHTS
Trend: Perfecting the Details
Trend: Mood to Order
SNACKS CONSIDERED HEALTHY
Key points
Basic food groups top list of healthy snacks
Figure 2: Snacks considered healthy, by gender, August 2011
Past and present health trends impact healthy snack perceptions
Figure 3: Snacks considered healthy, by age, August 2011
Households with kids are more apt to consider a variety of snacks as healthy
Figure 4: Snacks considered healthy, by presence of children in household, August 2011
SNACK CONSUMPTION HABITS
Key points
Majority of snacks eaten in a given day are considered healthy
Figure 5: Frequency of snack consumption and healthy snack consumption, by gender, August 2011
Healthy snacks represent a smaller share of daily snacks among 18-34s
Figure 6: Frequency of snack consumption and healthy snack consumption, by age, August 2011
Families consume fewer healthy snacks
Figure 7: Frequency of snack consumption and healthy snack consumption, by presence of children in household, August 2011
MARKET DRIVERS
Overweight Americans in need of healthy snacks
Figure 8: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
Figure 9: Percentage of population who are overweight or obese, 2-19 years of age, 1976-2006
Majority of people consider themselves normal weight
Overweight is the new normal
Figure 10: Body composition identification, January 2011
Aligning healthy intentions with action
Figure 11: Health attitudes and behaviors, April 2010-June 2011
Economic uncertainty impacts use and innovation of healthy snacks
Figure 12: Real personal disposable income, January 2007-August 2011
Figure 13: Median household income in inflation-adjusted dollars, 2000-10
Figure 14: Unemployment and underemployment rates, January 2007-October 2011
Figure 15: Consumer Sentiment Index, March 2007-October 2011
Changes in snacking habits from a year ago
Figure 16: Snack consumption compared to a year ago, August 2011
Figure 17: Healthy snack consumption by any snack consumption compared to a year ago, August 2011
Healthy snacking skewed by demographic profiles
Women want healthy snacks
Figure 18: Snack consumption compared to a year ago, by gender, August 2011
Figure 19: Health attitudes and behaviors, by gender, April 2010-June 2011
Young generation of snackers
Figure 20: Snack consumption compared to a year ago, by age, August 2011
Figure 21: Health attitudes and behaviors, by age, April 2010-June 2011
Figure 22: Population, by age, 2006-16
The family factor
Figure 23: Households, by presence of children, 1999-2009
COMPETITIVE CONTEXT
Overview
Traditional snack innovations tempt consumers
Figure 24: Eating habits and attitudes toward snack foods, April 2010-June 2011
Creating indulgent snacks out of health foods
Figure 25: Eating habits and attitudes toward snack foods, April 2010-June 2011
INNOVATIONS AND INNOVATORS
Overview
More snackers equals more demand for healthy snacks
Health trends support increase in whole-grain, allergen, and gluten claims
Figure 26: Snack product launches by health claims, 2004-11
Kosher accounts for largest share of health claims
Figure 27: Snack product launches by top 20 health claims, 2004-11
Innovation: Energy/nutrition bars
Deliver functional health benefits
Targeting specific users
Innovating with flavor
Innovation: Fruit snacks
Innovation: Salty snacks
MARKETING STRATEGIES
Overview
Brand analysis: Dannon Activia
Figure 28: Dannon, Healthier Lifestyle ad, December 2010 – March 2011
Figure 29: Dannon, Snack Renewal ad, February – June 2011
Figure 30: Brand analysis of Dannon Activia, 2011
Brand analysis: Quaker
Figure 31: Quaker Chewy, Good Chews ad, January -October 2011
Figure 32: Quaker Chewy, Big World ad, March -May 2011
Figure 33: Brand analysis of Quaker Chewy, 2011
Brand analysis: Nature Valley
Figure 34: Nature Valley, Sweet & Salty ad, July -August 2011
Figure 35: Nature Valley, Deliciously Different ad, August -September 2011
Figure 36: Brand analysis of Nature Valley snack bars, 2011
Brand analysis: Special K
Figure 37: Special K Challenge print ad, 2011
Figure 38: Special K Challenge & Beyond book, published April 2011
An integrated approach to marketing health
Figure 39: SpecialK.com monthly people, April 2011-September 2011
Figure 40: Special K myPlan iPhone screen shot
Figure 41: Brand analysis of Special K, 2011
CHOOSING A HEALTHY SNACK—PRODUCT ATTRIBUTES
Key points
Taste and satiation most important attributes of a healthy snack
Figure 42: Important product attributes when selecting healthy snacks, August 2011
Women find taste and satiation as more important
Figure 43: Important product attributes when selecting healthy snacks, by gender, August 2011
Wellness and functional attributes are important to young healthy snackers
Figure 44: Important product attributes when selecting healthy snacks, by age, August 2011
CHOOSING A HEALTHY SNACK—“LOW IN” QUALITIES
Key points
“Low in” attributes have nearly equal influence
Figure 45: Importance of “low in” attributes when selecting healthy snacks, August 2011
Women find calorie claims more important
Figure 46: Importance of “low in” attributes when selecting healthy snacks, by gender, August 2011
Those younger than 25 less likely to deem “low in” attributes important
Figure 47: Importance of “low in” attributes when selecting healthy snacks, by age, August 2011
CHOOSING A HEALTHY SNACK—“HIGH IN” QUALITIES
Key points
A third of healthy snackers find “high in” claims very important
Figure 48: Importance of “high in” attributes when selecting healthy snacks, August 2011
“High in” attributes more important to women, but well-accepted among men
Figure 49: Importance of “high in” attributes when selecting healthy snacks, by gender, August 2011
Consumers aged 65+ not as likely to value snacks high in protein or vitamins/minerals
Figure 50: Importance of “high in” attributes when selecting healthy snacks, by age, August 2011
CHOOSING A HEALTHY SNACK—PACKAGING/BRANDING
Key points
Convenience and price top list of important packaging attributes
Figure 51: Importance of packaging/branding attributes when selecting healthy snacks, August 2011
Younger snackers look for trendy products
Figure 52: Importance of packaging/branding attributes when selecting healthy snacks, by age, August 2011
HEALTHY SNACKING ATTITUDES AND HABITS
Key points
Roughly two out of five consumers eat healthfully most of the time
Figure 53: Healthy snacking habits, by gender, August 2011
18-24s show need for convenient healthy snacks
Figure 54: Healthy snacking habits, by age, August 2011
HEALTH ATTITUDES BY HEALTHY SNACK FOCUS
Key points
Healthy snackers have healthier eating habits
Figure 55: Health attitudes and behaviors, April 2010-June 2011
PROMOTING HEALTH TO CHILDREN
Key points
Promoting healthy eating to kids is important
Figure 56: Importance of promoting health among kids, August 2011
It’s more important to moms to promote health among kids
Figure 57: Importance of promoting health among kids, by gender, August 2011
Younger parents more concerned about meal and snack options for overweight kids
Figure 58: Importance of promoting health among kids, by age, August 2011
Figure 59: Prevalence of obesity among children aged 2-19, 1988-2008
CHOOSING HEALTHY SNACKS FOR CHILDREN: PRODUCT ATTRIBUTES
Key points
All-natural and organic are more important in snacks for kids
Figure 60: Important product attributes when selecting healthy snacks, August 2011
Moms find product attributes of kids’ snacks more important
Figure 61: Important product attributes when selecting healthy snacks, by gender, August 2011
Young parents have heightened interest in all-natural and organic kids’ snacks
Figure 62: Important product attributes when selecting healthy snacks, by age, August 2011
CHOOSING HEALTHY SNACKS FOR CHILDREN—“LOW IN” QUALITIES
Key points
Sugar is a hot button for parents when selecting kids’ snacks
Figure 63: Importance of “low in” attributes when selecting healthy snacks, August 2011
Moms home in on low-sugar snacks
Figure 64: Importance of “low in” attributes when selecting healthy snacks, by gender, August 2011
CHOOSING HEALTHY SNACKS FOR CHILDREN—“HIGH IN” QUALITIES
Key points
Parents look for snacks high in vitamins/minerals
Figure 65: Importance of “high in” attributes when selecting healthy snacks, August 2011
Moms find added health benefits in kids’ snacks important
Figure 66: Importance of “high in” attributes when selecting healthy snacks, by gender, August 2011
Older parents are less interested in snacks high in vitamins/minerals or protein
Figure 67: Importance of “high in” attributes when selecting healthy snacks, by age, August 2011
CHOOSING HEALTHY SNACKS FOR CHILDREN—PACKAGING/BRANDING
Key points
Convenience is very important
Figure 68: Importance of packaging/branding attributes when selecting healthy snacks, August 2011
Moms more likely than dads to be price-sensitive
Figure 69: Importance of packaging/branding attributes when selecting healthy snacks, by gender, August 2011
Young parents favor snacks designed for the age of their child
Figure 70: Importance of packaging/branding attributes when selecting healthy snacks, by age, August 2011
CUSTOM CONSUMER GROUPS—GENDER AND AGE
Key points
Lower acceptance of healthy snacks among young men
Figure 71: Snacks considered healthy, by gender and age, August 2011
Consumers younger than 35 snacking more, but women are snacking more healthfully
Figure 72: Snack consumption compared to a year ago, by gender and age, August 2011
Men younger than 35 looking for trendy, organic, energy-boosting snacks
Figure 73: Important attributes when selecting healthy snacks, by gender and age, August 2011
Young men agree that it takes time to prepare healthy snacks
Figure 74: Healthy snacking habits, by gender and age, August 2011
CUSTOM CONSUMER GROUPS—PARENTS
Key points
Women with kids more likely to consider a variety of snacks healthy
Figure 75: Snacks considered healthy, by gender and presence of children in household, August 2011
Yet, the list of healthy snacks moms eat is shorter
Figure 76: Healthy snacks consumed, by gender and presence of children in household, August 2011
Moms look for portable, portion-controlled, energy-boosting snacks
Figure 77: Important attributes when selecting healthy snacks, by gender and presence of children in household, August 2011
APPENDIX—TRADE ASSOCIATIONS

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